Leverage Twitter “Favorites” Like Brian Solis

Are you strategically utilizing Twitter? Would you like to identify, understand, and successfully utilize the same strategy that thought leader and social expert Brian Solis uses? If your answer is yes, then the following post will help you take the first step. This post was complimented by Brian and received 173 retweets, 75 Facebook likes, 71 Linkedin shares, and 17 Google+ +1s. Consider the following post a road map into how Brian has successfully taken one feature on Twitter and made it his own recommendation channel.

Twitter’s most underutilized, outside of lists, and most valuable opportunity is the “Favorites” feature.You all know how it works but do you understand how to strategically utilize favorites? Do you use Favorites for anything other than to “bookmark” important tweets for research and future reading?

Brian Solis is a formidable thought leader in the digital space, author, and genuinely willing participant who engages with many who seek his help. Brian’s use of the Favorites feature is the reason for this post- it’s simple and simply brilliant.

How Does Brian Solis Utilize the Twitter Favorites Feature?

Granted, the vast majority of us, me included, do not have the name recognition, authority, and influence of a Brian Solis in the digital marketing space. But that doesn’t mean we can not utilize Brian’s strategy. Brian’s strategy is to Favorite the wide array of compliments, positive references to his work, and referrals he receives on Twitter. Like many websites that provide customer referrals, in quotes, Brian is leveraging his deserved popularity with people on Twitter.

References to Brian Solis’s Expertise

An example of people’s perception of Brian’s expertise:

Referrals to Brian Solis’s Work

An example of people’s referrals to Brian’s work, books, speaking engagements

People Quote Brian Solis

In what has to be the most flattering and effective use of Favorites is the collection of people quoting you, your book, or your speaking engagements. Here are some examples of people’s reaction to Brian Solis:

3 Ideas How You Can Utilize Twitter Favorites

  1. Showcase Retweets: every time you receive a RT that is about your work, favorite (save) that tweet. People who thank you for your work including writing, speaking engagements, or opinions sought should also be Favorited. This stream will provide prospective followers with reasons to follow you
  2. Tweet Your Favorites: as you begin to build your Favorites “bank” of goodwill, start tweeting the link to this section. Promote what people are saying about you
  3. Tweet Other Users Favorites: help recognize people’s work by tweeting the link to their Favorites section as I did above with Brian Solis. This will also place you on the map as a person willing to share content and help other users. In addition, you might catch the eye of a user by promoting their work

4 Ways to Increase Clicks and Sharing of Your Content on Twitter

The numerous, vital, and long lasting benefits of social media networking for companies today place pressure on a marketing team to deliver the right message, at the right time, to the right audience, within the right social network. Combine these “must haves” with the right testing procedures for each campaign, and companies begin to realize and uncover the ROI of their social media networking. In my opinion without question, the most powerful social network for viral marketing is Twitter the micro-blogging platform. One of the simplest and most effective strategies for companies to increase more clicks and viral sharing on Twitter is through the Retweet.

Viral Sharing of Your Content: How to Get it Done

When consumers and companies begin to recognize your brand’s content via the Retweet,  try the following steps:

  • Curate Content: write a solid article and showcase it with a succinct tweet:

  • Thank You Tweet: write a tweet thanking the person-brand that RT’d your content. Do not cobble your thank you at the end of their RT of your content. Instead, honor their kindness by thanking the person-brand first:

  • Copywriting: after completing your thank you copy, describe (“adoption & measurement”) the post you are referencing. By referencing and describing your post, you help your RTing partner to remember their RT of your content easily. More important is the fact that this description may be viewed by Twitter users who may have missed your article when it was originally tweeted and subsequently RT’d

  • Link: remember to add the original shortened link at the end of your Thank You tweet. This completes the strategy by giving those Twitter users who missed your original tweet or the subsequent RT the opportunity to click through to your content

Twitter Wine Industry Case Study: Drive Traffic To Your Tasting Room

The following Twitter case study was written by Innerarchitect.com CEO Susan Hanshaw. The research was compiled by deansguide and analyzed by both of us in an effort to recognize the true ROI for Twitter. Our study was based on a 12 week marketing campaign we executed in the Napa Valley for a prominent boutique winery. The goal: drive consumers to the winery tasting room Monday through Friday.

Our white paper will be published in the coming weeks. If you are interested in receiving a copy, and you work within the wine industry, leave me your comment with email address.

Inner Architect recently compiled findings from a 12-week project we completed a few weeks ago for a boutique Napa Valley winery. Using a CRM tool, we tracked all our efforts and measured the results. The rates in which we converted messages to visitors–unheard of in email or postal campaigns--speaks to the power of targeting, personalized messages, and most importantly, 1:1 marketing.

The Campaign

We were working with a small budget that afforded only an average of 7.5 hours of time per week. Our goal was to generate traffic to the tasting room during the week, Monday through Friday only. We recommended that we could be most effective with a special offer, so we ran with a complimentary tasting for 2 offer.

The Measured Results

A CRM approach to this project provided us with the ability to measure the results of our campaign. Anyone who says that you can’t measure the ROI of social media simply hasn’t thought out the measurement points and set up a disciplined system for tracking.

Our CRM reports tallied that we made 260 unique offers in the 12-week period. These 260 offers were not mass blasts into the general stream. They were targeted messages delivered via Twitter’s @mention feature to prospects we identified using Twitter search.

We sent 84 people to the tasting room, with an average of 3.4 people per visit. That’s a gross conversion rate of 32% generated from 25 users, or a net conversion rate of nearly 10%. Anyone who has experience measuring email or postal campaigns understands that these rates are untouchable in the “traditional” channels.

Key ROI Finding

By keeping track of our efforts, we were able to uncover a key indicator that a prospect will convert to a visitor. Comparing the response rates of the group that visited the tasting room to the non-visitor group enabled us to see that 84% of the visitors responded to our first tweet effort versus only 26% of the non-visitors.

What this possibly points to is an opportunity to increase ROI by investing time only in prospects who respond to our first tweet and shifting more time in searching for targeted propects.

Twitter as a Direct Marketing Solution

A white paper is now in the works to describe more fully how Twitter can be utilized as a direct marketing solution. If you are interested in receiving a copy, email us your request and we’ll send you a copy when it’s done.

5 Super Bowl Twitter Sources

If you are lucky enough to have attended a Super Bowl then you understand the hype, media attention, and parties that surround that most American of events. In preparation for your Super Bowl experience, I have compiled a list of Twitter users that will be sure to keep you in the know, keep you laughing, and entertained. My top 5 Super Bowl Twitter user list.

5 Super Bowl Twitter Sources


  1. @SuperBowl : incredible information about gear, parties, everything Super Bowl week
  2. @NFLPRGuy : Brian McCarthy NFL’s PR guy and source
  3. @NFL : official site of the NFL
  4. @JimIrsay : Colts owner and overall party guy
  5. @AaronRodgers12 : Green Bay’s starting QB

TweetaJob.com: Powerful Twitter Service For Your Job Search

“300-500 jobs are posted on Twitter per minute. . . Although there is quite a bit of “job pollution”. . . nonetheless the jobs are there.” Carmen Hudson CEO Tweetajob.com

Twitter third-party applications come in all shapes and sizes for all sorts of different needs. Finally an application has been built which filters through the “job pollution” and sends relevent tweets to prospective job seekers. Tweetajob.com describes themselves as:

“Tweetajob is a web based platform that interacts with Twitter, allowing recruiters to efficiently tweet jobs. Because our site allows jobseekers to specify location and career interest, you only receive those job tweets that interest you. Jobseekers can elect to receive job postings via Twitter feed, through the Tweetajob search engine or via mobile devices, according to personal preferences. Recruiters pay to post their jobs to Tweetajob.”

How do Job Seekers Use Tweetajob?

  • Open a Twitter account
  • Complete a Tweetajob profile
  • Choose the format you wish to receive job postings via Twitter feed, Tweetajob search engine or your mobile phone

Benefits of Tweetajob.com

  • Tweetajob.com only shares information with their contributing network of recruiters and employers
  • Job Seeker’s information is secure
  • Job Seekers receive relevant job listings via recruiters-employers based on the job seeker’s specific set of criteria most importantly including location based tweets